Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook

This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the...

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Autores principales:	Franklin Javier González-Soriano, Percy Samuel Marquina Feldman, Javier Alejandro Rodríguez-Camacho
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	electronic word-of-mouth social identity social presence self-enhancement social capital Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/5526f99b69b648cfa836bf67d97a4623
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id	oai:doaj.org-article:5526f99b69b648cfa836bf67d97a4623
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spelling	oai:doaj.org-article:5526f99b69b648cfa836bf67d97a46232021-12-02T17:00:35ZEffect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook2331-197510.1080/23311975.2020.1738201https://doaj.org/article/5526f99b69b648cfa836bf67d97a46232020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1738201https://doaj.org/toc/2331-1975This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the social identity construct has a positive relation with eWOM and its generation on social media. We analyze this effect by empirically estimating the model using data obtained from Ecuadorian university students and test the relation between social identity and the generation of purchase experience comments on social media. We analyze the effect of each variable on the generation of purchase experience comments on Facebook. Our results confirm the influence of social identity on the generation of eWOM, showing that social capital is an important variable in this process.Franklin Javier González-SorianoPercy Samuel Marquina FeldmanJavier Alejandro Rodríguez-CamachoTaylor & Francis Grouparticleelectronic word-of-mouthsocial identitysocial presenceself-enhancementsocial capitalBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	electronic word-of-mouth social identity social presence self-enhancement social capital Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	electronic word-of-mouth social identity social presence self-enhancement social capital Business HF5001-6182 Management. Industrial management HD28-70 Franklin Javier González-Soriano Percy Samuel Marquina Feldman Javier Alejandro Rodríguez-Camacho Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
description	This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the social identity construct has a positive relation with eWOM and its generation on social media. We analyze this effect by empirically estimating the model using data obtained from Ecuadorian university students and test the relation between social identity and the generation of purchase experience comments on social media. We analyze the effect of each variable on the generation of purchase experience comments on Facebook. Our results confirm the influence of social identity on the generation of eWOM, showing that social capital is an important variable in this process.
format	article
author	Franklin Javier González-Soriano Percy Samuel Marquina Feldman Javier Alejandro Rodríguez-Camacho
author_facet	Franklin Javier González-Soriano Percy Samuel Marquina Feldman Javier Alejandro Rodríguez-Camacho
author_sort	Franklin Javier González-Soriano
title	Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
title_short	Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
title_full	Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
title_fullStr	Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
title_full_unstemmed	Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
title_sort	effect of social identity on the generation of electronic word-of-mouth (ewom) on facebook
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/5526f99b69b648cfa836bf67d97a4623
work_keys_str_mv	AT franklinjaviergonzalezsoriano effectofsocialidentityonthegenerationofelectronicwordofmouthewomonfacebook AT percysamuelmarquinafeldman effectofsocialidentityonthegenerationofelectronicwordofmouthewomonfacebook AT javieralejandrorodriguezcamacho effectofsocialidentityonthegenerationofelectronicwordofmouthewomonfacebook
_version_	1718382207158976512

Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook

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